Inform vs Perform - The later will guarantee both.

There has been so much talk over the last decade that print is dead that sometimes it is hard to argue with it. It is curiously odd that for something that should have been extinct, according to the masses, there is somewhat of a resurgence going on. It would be naive to think that print has not changed or that the value of basic print services has not been degraded. These are facts, both true and sad to many in the industry. For others, who have embraced change and more importantly technology, print is alive and well.  

Print has many categories but for the purpose of this article we can break it down into two. Print that Informs and Print that Performs. At GraphExpo 14, Jon Budington, President and CEO of Global Printing introduced the notion that print is “insanely expensive” especially if all it does is inform. Ink on paper by its very nature is not exciting or memorable. In today’s saturated information overload world, if print does not “PERFORM” it has little or no chance of being effective. This is the very reason SO MANY people insist that print is dead. I would argue this fact because print is still one of the most engaging forms of media and one of the only forms that can literally go anywhere. The challenge is to make certain your print performs. 

The verb Perform by definition means - 1. carry out, accomplish, or fulfill (an action, task, or function). Or 2. present (a form of entertainment) to an audience.  Sometimes it is best when you combine definitions and in the case of print, I believe performance is not achieved unless the following is accomplished. Print must carry out, accomplish and fulfill a task or function by means of engaging and audience in a complete and entertaining fashion. If this is done, print is one of the most valuable tools marketers have. If this falls short, print is an expensive mistake. So what are some of the tools available that can turn basic commodity print into a marketing superhero? 

There are literally endless possibilities that determine the performance level of print and they start with creative design and end with the finishing process. Engaging print needs to build on one of its best traits. Print is tactile by nature and enhancing this innate feature can be achieved in many ways. Print can be enhanced through the use of foil, diecutting, embossing and other finishing techniques. Print can include special-effect visual coatings, specialty stocks, scented coatings, and enhanced color gamut. Print can engage through multiple senses that draw the customer into an engagement. There is a great source available to the design community that is published by NewPage. The Ed Series is an educational series that uses practical examples to explore the enhancement of print. You can learn more about this series at: Ed Series.  More importantly, engage with your print providers about how to enhance your print through the use of finishing techniques. Quality providers will be happy to collaborate with you and suggest techniques and processes that will help your print perform. 

Beyond physical techniques used to help print perform, one of the most exciting changes for print has been created because of mobile technology. While some viewed mobile technology as another nail in the print coffin, others have embraced the technology and supercharged print through the use of Augmented Reality. This technology has literally made print even more powerful than ever before. Linking the printed piece to additional content through the use of AR browsers will fast become an expectation of consumers. Some believe that until AR becomes part of mobile operating system it will lack adoption rates. I personally think that is a bit short sited. Whether or not AR browsing capabilities are a default function or an Application launched within an OS is less relevant than the quality of content. We all saw the rise of the QR code in marketing and the plethora of QR code fails that infiltrated the Internet. The fails were all based on the poor execution of an experience and under developed interactive toolboxes. Today’s AR tools include robust toolsets that give developers the ability to present content in new and exciting ways. More importantly when linked with a content management system, relevant information can be shared in real time with real purpose. But lets not forget that the printed piece is often times going to be the launch pad for augmented mobile experience. We are still in the early stages of AR on the mobile platform but all indications are that this is going to be a reality with continued growth for marketing applications.

Most importantly, I would contend that people still like to hold print in their hands. There is a great calm in print that enables interaction and prevents distraction. Print that performs builds on this engagement in a way that engages a customer or prospect. Print that performs delivers on a promise that includes the only other benefit of the other print category. If your print PERFORMS it will also INFORM! Ultimately print still does get you noticed and isn’t that what is really all about?

Content is Stuff and YES you need more STUFF

Content, in my mind, is best defined as stuff. Before you stop reading, think about it. Stuff is everywhere and today stuff has a way of finding us even if we are not looking for it. This creates a huge challenge for today's marketers. How do you blast through the clutter of stuff that continually bombards us in this increasingly connected world? If you think you know, guess what, you don't know.  What may work today is not going to work next year or maybe even next month. The quest for connecting with any market is becoming increasingly more difficult.

I blame this over saturation of unwanted stuff on email marketing. It was not long ago that marketers ditched print in favor of email. How is that working for you now? I personally end up on more email lists than most people because I'm a social media junkie. Hi, my name is John and yes I have a social media problem. I admit it but I also have a best friend, his name is safe unsubscribe. Damn I love that guy.  Marketers have very little chance of sending me an email and getting any positive result. It is a brutal fact. Delete is also a daily part of my morning workout. Thanks iOS8 for making that swipe more powerful. Statistics back me on this one. A whopping 72% of people reach for their smartphone right after waking. Some turn off the alarm they had set but all then proceed to check social media and or email. This email check is to delete the junk, period. Not surprising since more than 70% of email is considered spam. (see Mashable) Important emails are left to be dealt with once your feet are on the floor. In addition, if an email does not display correctly, 71.2% will delete it immediately. BlueHornet “Consumer Views of Email Marketing” (2014). OK enough about email. I'm really not trying to bash it in any way but as a tool to mass market I suspect that it is not the most desirable method anymore.

So what is? I bet you want to know and I wish I could tell you but I'm really not sure. I'm also not certain that "mass marketing" is effective and personally would focus on more targeted tactics. What I am certain about is that in order to be successful in any marketing channel you must understand that CONTENT is first. Without it, no marketing message has a chance. Content development and the organization of the content is what every business must do in order to embark on any form of message delivery. Once this is done, content can be pushed into any channel and even some that don't exist yet. Content development is a continual process because in the real world relevant content needs to be available at any time, in any format and in any place. Being able to quickly, accurately, creatively, intelligently and consistently serve up marketing content is the ingredients for success. So, let’s all agree on this, developing and managing content is critical. Funny thing is even though we all know and acknowledge this fact, very few of us are even close to doing A+ work. We may have bits and pieces in place. We probably already have a great deal of content strewn about like a hoarder’s hallway. The only difference is that a hoarder knows where all their stuff is. It is in the hallway. Does your sales team have access to your stuff? Do your clients gain access to your stuff whenever and where ever they are looking for your product or service? I bet there are few who can respond yes to either one of these questions. So if content is so important and we don't have it access to it when we need it, what do we need to do? We not only need to continually create and evaluate content but we need a system to manage the content. We need a Content Management System (CMS). 

A CMS provides a central repository for content deployed across print, web, social media, mobile and the next big thing. With a user-friendly interface and automated workflow, the CMS provides a collaborative environment for creation, editing, approval, publishing and storage of all of your company's digital assets. Most importantly, your content/assets/stuff is in a secure place and you know where each piece is, how to get it and that it can be deployed in a relevant and meaningful way essentially on-demand. 

It may be simple but if your Content Stuff is Managed and you interact relevantly with an over saturated Customer Stuff, GOOD STUFF HAPPENS. 

We are in a digital world and with that comes a great deal of clutter and noise. At the same time, technology provides us with the tools and ability to effectively manage our content so that when and where it is needed it is available. We have better and faster ways to deliver more relevance to a customer than ever before. We are not limited by anything other than our own lack of preparedness. So that is the task, we need to take control and organize our content and always be ready to deliver it in a format that our customers ask for and when they ask for it. Just as a sales rep will never succeed if they utilize the "Show up and throw up" approach, we cannot expect our marketing to succeed with un-targeted, unwanted and an over saturated spray and pray approach. We must create intrigue and the ability for perspective clients to interact with us. We must nurture with care and planning our prospects and turn them into qualified leads and eventually customers. We must communicate in a way that is relevant. All of this requires our commitment to organized and relevant content. Hey you could get lucky and have a viral sensation like the ALS Ice Bucket Challenge but is that really a marketing plan? I suggest that the more relevant and organized stuff you have ready to be deployed is a much better plan than waiting around to win the lottery.

Using Creativity is a Key but what about Collaboration? It's Time We PUMP YOU UP!

ROI, ROI, ROI – Today, that is pretty much all you hear when it comes to a Marketing Spend. It’s kind of amusing in many ways. When did marketers become the red headed step child in their organizations? Sure it’s very important to have goals and measure against them but at the same time how do you measure the value of your Brand being recognized by a potential customer or even a future advocate. Why is it that today organizations lose site of the importance of brand equity? It’s naïve to think that you don’t need to be aggressive in your marketing and in reality this means spending money. I like to simplify it this way, would you ever knowingly try to bench press more weight than you can realistically lift without a spotter? What would the results be if you did? It probably wouldn’t be very pretty thing. Building Brand Awareness  or Equity is the same as Building Muscle. You can do an adequate job all by yourself but to really see results it takes more than you can do alone. Another gym analogy that is easy to draw on is to remember that your Brand is being crowded out. The same is true at certain times of the year for gym goers. New Year’s Resolution time and Back to School Time. Here they come, all the good intentioned people in search of a new start. They flood the space and disrupt your well-oiled workout routine. You need to be focused and spend more time in order to accomplish the same goals. You also need to get creative. BOOM, there it is, get creative! Can’t get on a treadmill?... Go for a run after dinner. You do what you have to make it work. The same has to be true for your marketing initiatives. Email not working?... Try some targeted direct mail. Your Brand is stale?... Freshen in up with Augmented Reality, a Mobile APP or both. You need to get creative in order to continually elevate your Brand message in an overcrowded world of information. So is your marketing ROI really about spending less money or is it about reaching your goals? I’m fairly certain that most will answer that question by saying that money is not an issue if the program goals are met. So what do you think? Is it time to get creative?

Creativity is the Holy Grail for success in marketing. Creativity is what makes you stand out. Creativity is the key to your success. Creativity is the road that takes you through the traffic to your destination or goal. Creativity does NOT mean doing the same old thing becauase that is what we do. Creativity means doing what it takes to reach a goal. So why do marketers often limit their options when it comes to marketing channels? Why do marketers run disjointed programs across multiple channels that don’t support each other? Why are marketers often times akin to the flood of seasonal gym goers who ultimately do not achieve their goal? The answer is simple. Marketers are often times so worried about the spend part of ROI that they are forgetting that you need to plant and water a seed to grow something.  They end up pulling back when in reality they need to engage more fully to attain the original goals.

So what can marketers do? My single biggest suggestion is to build a Collaboration Team. To utilize the vast network that is available to you, not to shop jobs, but to develop plans that will meet your goals and objectives. It’s nearly impossible to do it yourself and by yourself I mean with your internal team. Collaboration teams are the only way to insure you are safely on track to attaining your goal and ultimately on target to achieving that elusive ROI. So who should be on your collaboration team? Look at your vendor pool. Who among them are the go to organizations when you need it done right? These are the people/organizations you want to enlist during the brainstorming phase of your program development. Who among your vendor pool has shown creativity in the past that has made a difference for your organization? These are the organizations that excel at their craft. They understand how to deliver a message through a specific marketing channel and have a huge amount of knowledge through their past experiences, their trusted partners, and their own R & D programs. Be careful not to relinquish control of this collaboration team to any single partner. You may think that agencies have your best interest at heart but I can assure you that this is not always the case. Make it known that the organizations involved on your team are critical to your marketing success and that you will commit to them as a result of their contribution and time commitment to the process. When done right, ALL team members gain something and you WILL have a successful and measurable marketing program.

Collaboration Teams are nothing new. You do it internally all the time. Your brainstorming sessions are a form of a Collaboration Team. They are, however, missing the outside influences and the real world experiences from the vendor members knowledge tool chests.  This knowledge always will span across multiple goals and/or objectives. Information your team can use to better craft a successful marketing strategy, plan, program or event.  So when we think about ROI it’s not a measure of what we spend but rather a measure of what we get. To put it another way, it’s our level of success as measured against a goal. It’s a mindset that must start at the beginning to achieve optimum results. It’s CREATIVITY put to use with clearly define objectives that focuses on a result. It’s an understanding that the unmeasurable intangibles of team insights are far more valuable than a lower price and that the mystical result of building brand equity is part of the bottom line. It’s jumping in with your whole being and knowing that the support you need is right there with you at every step, in every moment, from beginning to end.

For me this is not some high level rocket science. It's not voodoo or magic. It is a degree of common sense that is unfortunately overlooked everyday by the marketing community and business community as a whole. There are resources at your finger tips waiting for a chance to provide value and receive a return. Expertise that has very little cost but comes with a high value proposition. So what do you say? If it were me, I would certainly give it a try! Start small with a simple short term project. Begin to evaluate who your Collaboration Team Members should be. The key is to start and in the end, everyone should come out ahead of the game.

SOME PRINT - Why web-to-print is a non-negotiable

In the literary work Charlotte's Web, Wilbur is a pig befriended by a spider who saw something special in him. Knowing that there was no such thing as a "spring pig", Charlotte and the rest of the barn creatures set out to save Wilbur. It's funny how a children's novel sticks with you for your entire life and just the other day, the correlation to printing popped into my head. You see, Charlotte used her web to draw attention to Wilbur. She spun words into the web! Words like Terrific, Radiant, Humble but most importantly, SOME PIG! That novel, in it's paper form was read by just about everyone in my generation. It was print, but just as it seemed Wilbur's time was limited, some people are saying the same about print. There is no question that print is changing but there is also no question that print is Terrific, Radiant, Humble and best described on the WEB as SOME PRINT or more accurately Web-to-print. 

Conventional print is an over saturated buyers market and today's printers have to change the perception by adding value just as Charlotte did for Wilbur. Fortunately we don't have to rely on a fictional character to accomplish this but we do need to understand that if we don't differentiate, bacon, will be cooked not made.

Today there are many growth areas for print service providers, investment into these areas can be difficult for many reasons. The overhead involved in keeping a conventional print business operational can, and often does, limit an organizations ability to invest in new technology. Beyond the capital investment necessary, many organizations also lack the skills and expertise necessary to implement and exploit the benefits of these new offerings. Failure to try, however, is only sharpening the knife for the inevitable. Print in it's static/commercial form will continue to fade while more flexible and value laden print and messaging will grow. You see, it's the message and the uniqueness of the message that once saved a pig and the same is true as the print industry treks through this new frontier. 

I titled this entry, SOME PRINT - Why web-to-print is a non-negotiable because that is what I whole heatedly believe. From the perspective of a printer, Web-to-Print (W2P) simplifies the print ordering process and increase productivity. Web-to-print (W2P), is a natural extension of commercial print. As such, the production and product handling is somewhat familiar. The basics of producing a printed product, be it a business card or a brochure, are consistent with what a commercial printer already knows. That however is where the similarities end. W2P requires much more expertise and from the perspective of the customer provides convenience as well as the ability to customize and get what you want, when you want it. Customers also will require features like Live Pricing, Integrated Shipping, File Uploads, Single Sign-on, Design Functionality, order and product Approvals Cycles, Customization, Preflighting, Mail List handling and countless other capabilities. All of these functions that will now be completed by a user, not an employee. This creates the need for Education which until the advent of W2P was kept neatly tucked behind the conventional shop's smoke and mirrors. Education however is an opportunity. Education is a value proposition that sets you apart from the want-to-be's. Education is the glue that unites the customer bond to the W2P provider. Customer service plays a key role here. Your client base is now in the 1000's. You may only have 10 or 20 W2P storefronts but each one of them can have hundreds of users. It is now your role to manage these users and provide the necessary support and training. Successfully doing this increase the power of the glue.

It has been estimated that the global W2P market will experience a 7.8% annual growth rate over the next 5 years. Growing from $131.5 billion in 2013 to $187.5 billion in 2018. I believe that this growth rate is conservative. W2P will get another significant bump as the integration of Augmented Reality (AR) on mobile platforms becomes standard within the OS. Today in order to utilize a smartphone or tablet to experience AR content, a user needs to install and open the appropriate AR browser on their device. Moving forward, it makes sense that iOS and Android platforms will integrate this functionality into the camera capabilities on the device. Once this happens, EVERY print piece should include AR content. W2P will enable a user to choose the content on a 'as needed' basis. The possibilities will be endless.

SOME PIG was special, SOME PRINT is and will be even more special and powerful. There are many directions that need to be explored as the industry continues to change and grow. There are very few directions that are "non-negotiable." W2P is one of those directions. Failure to to move in the W2P direction really is not an option. Where W2P will lead you may be scary and for many an unknown destination. This is an area experiencing great advancements and growth each and every day. It is far from static, and it is not easy. Quite frankly, nothing of value is ever easy. My advice is that before you end up sizzling in a cast iron skillet, create a vision of W2P for your organization. Read and stay on top of ALL advances in mobile technology. Explore the possibility's for content creation. Are you going to partner with an agency or compete with them? Don't under estimate the requirements a client may have. EDUCATE your Sales Group, CSRs and/or Account Coordinators on just how important this change is. EDUCATE your W2P users and become the expert. 

Success in W2P will bring more than a blue ribbon at the county fair. Success will establish lasting client relationships based on a value, not a commodity. Success will lead to future capabilities and growth for your organization. So to paraphrase Hommer Zuckerman, "a lot of you have asked me, 'how could this have happened?'. I don't know, but it has happened... at a time when we really don't see many miraculous things. Maybe we do. Maybe they're all right there around us everyday, we just don't know where to look. There's no denying that W2P... is part of something that's bigger than all of us. And life for a printer just a whole lot better with it. It really is some PRINT."